Godrej & Boyce’s Locks & Architectural Fittings and Systems business marked Home Safety Day 2024 with the launch of the ‘Fear is Good’ campaign. The initiative, co-conceptualised with Whyness Worldwide and directed by Nikhil Mahajan, aims to change how homeowners in India approach home safety, urging them to shift from complacency to vigilance.
In a bid to foster a proactive attitude towards safeguarding homes, the campaign encourages people to overcome the mindset of "it won’t happen to me" and embrace the fear of potential threats as a motivating factor for adopting safety measures. The campaign is fronted by actor Makarand Deshpande, whose involvement adds a sense of urgency and relatability to the message.
Shyam Motwani, EVP & Business Head at Godrej & Boyce, highlighted the success of past initiatives, noting that over the last three years, more than 1.5 lakh home safety check-ups have been conducted across 3,500 pincodes, leading to a 25% increase in the adoption of safety measures. He emphasized that this year’s Home Safety Day effort further underlines the company’s commitment to its ‘Har Ghar Surakshit’ mission of ensuring homes across India are safe and secure.
The campaign was launched in conjunction with the unveiling of Godrej’s new Advantis IoT9 smart lock, which features nine modes of access, including wearables, mobile NFC, Bluetooth, Wi-Fi, biometric, and RFID options. The lock aims to address the diverse security needs of modern households and aligns with the increasing demand for advanced digital security solutions in today’s connected homes.
Ravi Deshpande, Founder and Chairman of Whyness Worldwide, expressed his enthusiasm for the collaboration, noting that while home safety is often overlooked, it is a critical issue. Through relatable storytelling, the campaign seeks to make safety a priority for every household, urging homeowners to take immediate, practical steps to secure their homes.
The launch of the campaign comes at a time when urban crime rates are rising. According to the National Crime Records Bureau, India saw 445.9 crimes per 100,000 people in 2024. This statistic underscores the growing need for advanced home security solutions, such as digital locks, CCTV systems, and motion-sensor lighting, all of which are part of Godrej’s product offering. The brand also advocates for community safety initiatives, including regular police patrols and neighbourhood meetings, to further strengthen security in local areas.
With this initiative, Godrej continues to position itself at the forefront of home safety innovation, offering high-performance products that aim to meet the evolving security needs of Indian households.
